Switch-on program

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Switch-on program is a term from the radio sector . A TV program offers fixed programs that are clearly different from each other and address clearly different target groups. It is to be distinguished from a daily accompanying program that wants to keep the user as long as possible and tries to pull them from one program to the next.

Traditionally, the first media offerings were TV programs, also because the stations did not initially broadcast all day. At first it was the pop waves on the radio like SWF3 and hr3 that switched on a continuous program color throughout the day. With the advent of commercial radio stations in the 1980s, this became a trend - today practically all mass programs see themselves as daily accompanying programs and have largely reduced switch-on elements.

Public cultural broadcasters continue to see themselves consciously as switch-on programs to this day; These are Bayern 2 , Bremen Zwei , Deutschlandfunk , Deutschlandfunk Kultur , hr2-kultur , the cultural radio of the RBB, MDR Kultur , NDR Kultur , Ö1 , Radio SRF 2 Kultur , SR 2 , SWR2 , WDR 3 and WDR 5 .

disadvantage

A switch-on program presupposes that the listener or viewer actively informs himself about program content. While this still works comparatively well with television broadcasters, radio usage is rarely based on the program guide; Even regular listeners to popular stations are often not able to reproduce broadcast times and content correctly. Giving a switch- on impulse proves to be a high hurdle - radio listeners are unwilling to adjust their daily routine according to the broadcasting times of the radio, unlike when watching television.

There, too, a certain trend away from the switch-on program can be observed; the broadcasters try to generate the largest possible “ audience flow ” through appropriate programming .

advantages

A switch-on program offers the opportunity to serve many niche interests - once the hurdle of binding the listener to fixed usage times has been overcome.

Switch-on programs therefore benefit greatly from on-demand distribution channels such as podcasts . Wherever they succeed in attracting niche listeners and viewers, they bind them very closely with a largely unrivaled range of products.